McCann Worldgroup has unveiled ‘MWverse’, a Web3 experience that showcases the agency’s most recent campaigns virtually.
Coinciding with the Cannes Lions ‘International Festival of Creativity’, the experience was created with Meta, Journee and the agency’s production agency, Craft Worldwide, and is able to view via desktop, phone or tablet by the general public.
The news comes a week after specialist food and drink marketing consultancy, Salt, became the first such firm to enter the global food metaverse, OneRare.
A selection of the McCann Worldgroup’s campaigns can be explored in virtual, branded rooms and experienced “through the eyes of the agency teams that created them” and the clients that supported them.
From their first creations to their final executions, virtual visitors will be able to experience the campaigns’ entire journey through an ‘unprecented behind-the-scenes’ look at how the work of the agency comes together.
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Acclaimed actress Eva Longoria will participate as an avatar, divulging on the part she played in L’Oreal Paris’ campaign ‘Lessons of Worth’.
“Creativity from around the world is abundant and deserves to be shared, to inspire and to be celebrated at scale,”McCann Worldgroup global innovation and creative partnerships senior vice president, Elav Horwitz, said.
“Democratising the experience, bringing the work to the masses and creating a space where everyone can join the judging panels is a valuable realisation of Web3’s potential.”
Visitors can also listen in on chats with clients and Web3 creators to hear what the future of the metaverse and Web3 might look like for their brands.
McCann Worldgroup president and global chief creative officer, Alex Lopez, added: “We’re all in the business of creativity – designers, writers, finance experts, business leaders, operations people, producers, editors, talent management, HR, strategists.”
“And this year for the first time, from the most junior to the most senior, everyone is invited to the Cannes experience.”
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